04: Building a Brand
Positioning Statements
The positioning statement tells the world who you are, what you do, who you do it for, and why they should care. Think of it as your elevator pitch on steroids. It’s not just about what you sell, but why people should choose you over everyone else in the market. This is great for communicating internally or to stakeholders, but isn’t language you use when talking directly to customers.
What is a Positioning Statement?
A positioning statement is a succinct description of your brand’s unique value proposition (UVP). It’s a strategic tool that defines how your product or service fills a particular need of your target market better than anyone else. This isn’t just marketing fluff – it’s a guiding principle for everything your brand does.
Here’s why it matters: In a crowded marketplace, standing out is crucial. Your positioning statement helps carve out a distinct space in the minds of your consumers. It’s the foundation upon which all your branding and marketing efforts are built.
The Core Elements of a Positioning Statement
A well-crafted positioning statement answers these key questions:
- Target Customer
- Their Wants/Needs
- What your Product is
- Product Benefit
- Competitive Differentiation
- How it Delivers Benefit
Let’s break these down with an example from TeaSquares
TeaSquares Positioning Statement
For Health-conscious individuals and busy professionals who need to stay focused and alert, TeaSquares is a caffeinated energy bar that provides sustained energy without the crash, by using natural green tea and adaptogens. Unlike traditional energy drinks and sugary snacks, TeaSquares have a clean label with transparent ingredients and a focus on mental clarity.
This became our guiding principle on what our product is, who it’s for, and why it matters.
The Benefit Ladder
A useful tool for crafting your positioning statement is the benefit ladder, which helps you articulate the different levels of benefits your product provides: Here’s an example of a soda product:
- Product Attributes: Features and attributes of the product.
- Example: “Brown carbonated sugar water.”
- Product Benefits: Functional benefits provided by product attributes.
- Example: “Sweet effervescent beverage.”
- Consumer Benefits: Customer advantage based on functional benefits.
- Example: “Tastes good and refreshing.”
- Emotional Benefits: How consumers feel about your product.
- Example: “Makes me happy.”
By climbing the benefit ladder, you can ensure that your positioning statement not only highlights the functional benefits of your product but also taps into the emotional benefits that resonate with consumers.
Common Pitfalls to Avoid
When crafting your positioning statement, steer clear of these common mistakes:
- Being Too Vague: Your statement should be specific and clear. Avoid generic descriptions that could apply to any product.
- Overloading with Jargon: Keep it simple. Avoid industry jargon that might confuse your audience.
- Focusing Only on Features: Highlight the benefits and emotional appeal, not just the features. Consumers are more influenced by how a product makes them feel.
- Ignoring the Competition: Make sure your positioning clearly differentiates you from competitors. If it doesn’t, you’ll blend in rather than stand out.
A well-crafted positioning statement is a powerful tool that defines your brand’s place in the market. It’s more than just a description – it’s a declaration of what makes you unique and why customers should care. By carefully crafting and refining your positioning statement, you can create a strong foundation for all your branding and marketing efforts. Remember, it’s not just about being different; it’s about being uniquely valuable to your target audience.